How do we respect past nonprofit campaigns while bringing in fresh creative??

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ChangewiththeTimes

Legacynonprofitsoftenfallintothetrapof messagefatigue–ifit’sworkingwhychange?

● Oldwayoftalkingtodonors

Accentuatetheproblemtocreatemore urgencyandneed.Playsonguilt.

● Newwayoftalkingtodonors

Showcasepositiveoutcomestodemonstrate theimpactadonorcanmake.Playon empowerment

ShowWhyChangeisNeeded

Fortenyears,NoKidHungryhadonlyone message-helpprovideschoolbreakfastand afterschoolmealstoendchildhoodhunger.

● Thenoneday,everyschoolinAmerica closed

● Butoutofchaos,abeautifulprocesswas born:

○ Ideasharingandnimbleresponse

○ Donortransparency

○ Noideawastoocrazyifitcouldhelp raisemoneyduringthecrisis

○ Everyonehadtheireyeontheball— kidswerehungryandgettinghungrier

○ $25Mraisedineightmonths

ConnecttheOld&theNew

Asmissionsevolve,itisimportanttobuildabridge fromwhereyoustartedtowhereyouarenow.

● Takedonorsonthejourneywithyou

● Celebratethepastasawaytodemonstrate howdonorsfuelgrowthandcreatelegacy

● Youmaylosesomedonorsalongtheway…

● Butyourabilitytochangeandadapttothe worldaroundyouwillattractfarmorenew donors.

BemorethanaCampaign

Whathappenswhenyouareknownmoreforyour annualcampaignthanyourmission?

● RedNoseDay=ComicRelief

● IceBucketChallenge=ALSFoundation

● LightTheNight=Leukemia&Lymphoma Society

● RelayforLife=AmericanCancerSociety

Nonprofitswithlargescale,nationalfundraising initiativesmustconstantlyworktoconnect “Campaign”donorstotheorganizationbrandand impact.

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